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L?efficacia delle campagne di social couponing: uno studio tra i merchant di Groupon

Author

Listed:
  • Francesca Magno
  • Fabiio Cassia
  • Marta Ugolini

Abstract

Sulla scia della rapida crescita di Groupon.com e degli altri siti di social couponing, un crescente numero di studi ha esaminato i benefici di tale forma promozionale per l?acquirente. Tuttavia si osserva una scarsit? di contributi sull?efficacia di tale strumento nella prospettiva dei c.d. merchant, cio? delle imprese "inserzioniste" che scelgono di promuovere le vendite attraverso il social couponing. Il presente lavoro si propone di colmare tale lacuna, indagando gli obiettivi che i merchant perseguono tramite il social couponing e la loro soddisfazione rispetto ai risultati raggiunti per ciascun obiettivo, operando anche dei confronti in base ai settori di appartenenza dei merchant. Attraverso una ricerca su un campione di 157 merchant italiani che hanno pubblicato offerte su Groupon, l?analisi evidenzia che il social couponing non viene percepito come ugualmente efficace da parte delle imprese indagate.

Suggested Citation

  • Francesca Magno & Fabiio Cassia & Marta Ugolini, 2014. "L?efficacia delle campagne di social couponing: uno studio tra i merchant di Groupon," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 41-63.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003004
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    References listed on IDEAS

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    Cited by:

    1. Francesca De Canio & Marco Ieva & Cristina Ziliani, 2017. "Beyond the "mobile versus PC" dichotomy: Profiling online shoppers based on device usage," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 99-121.
    2. Ieva, M. & De Canio, F. & Ziliani, C., 2018. "Daily deal shoppers: What drives social couponing?," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 299-303.

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